Methods to Write a Nice Worth Proposition [7 Top Examples + Template]


Your organization’s worth proposition is the core of your aggressive benefit. It clearly articulates why somebody would wish to purchase out of your firm as a substitute of a competitor.

So how do you really write a price proposition assertion that is sturdy sufficient to elevate conversion charges and gross sales? On this article, you may be taught the definition of a price proposition, what a price prop is not, examples of among the finest worth props we have seen, and ways to create superb worth props.

→ Download Now: 15 Free Value Proposition Templates

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Worth propositions are some of the essential conversion components. An important worth proposition might be the distinction between dropping a sale — and shutting it.

For that purpose, it is essential to create one which precisely represents your services and products and makes it clear why you are your best option. Nonetheless, writing it from scratch is difficult. Obtain our templates beneath so you possibly can observe together with the remainder of the publish.

Your worth proposition is a singular identifier for your online business. With out it, patrons will not have a purpose to buy what you promote. They might even select a competitor just because that enterprise communicates its worth proposition clearly in its marketing campaigns and sales process.

That stated, you would possibly suppose: Is not my worth prop interchangeable with, say, my slogan?

Nope. It is easy to confuse your worth proposition with different comparable brand assets, akin to your mission assertion, slogan, or tagline. We break down the variations beneath.

Worth Proposition vs Mission Assertion

Your worth proposition particulars what you supply prospects and why they need to select you, whereas a mission assertion particulars your goal as a company. Whereas the 2 can have factors in frequent, a price prop is extra product- and service-oriented whereas a mission assertion is extra goal-oriented.

Listed below are two examples for HubSpot and our CRM platform:

Worth Proposition: “A straightforward-to-use CRM.”

Mission Assertion: “To assist companies develop higher.”

Worth Proposition vs Slogan

A slogan is a brief, catchy assertion that manufacturers use in advertising campaigns to promote a particular product. Whereas your worth proposition would not essentially go in an advert (at the very least, not often), a slogan would. An important factor to notice is that an organization can have completely different slogans for various campaigns or merchandise.

Listed below are two examples from De Beers Group:

Worth Proposition: “Beautiful diamonds, world-class designs, breathtaking jewellery.”

Slogan: “A diamond is perpetually.”

Worth Proposition vs Tagline

A tagline is a brief assertion that embodies a sure facet of your model or enterprise. Whereas a price proposition is extra concrete, a tagline can symbolize an idea or concept that your online business stands for. Most companies have just one tagline that’s immediately recognizable and linked to their model.

Here is an instance from Apple:

Worth Proposition: “One of the best experiences. Solely on Apple.”

Tagline: “Suppose Totally different.”

Worth Proposition vs Mission Assertion vs Slogan vs Tagline

Now, let’s take a look at an instance of a enterprise that has all 4: Nike. Keep in mind that slogans can differ relying on the marketing campaign.

Worth Proposition: “Customizable efficiency or life-style sneakers with distinctive colorways and supplies.”

Mission Assertion: “To convey inspiration and innovation to each athlete on the planet.”

Slogan: “Twice the heart. Double the glory.”

Tagline: “Simply do it.”

TLDR; Whereas your worth prop ought to assist differentiate you from the remainder of the business, bear in mind it is not a slogan, tagline, or mission assertion. These varieties of copy are essential equipment to your model, however your potential prospects and workers do not select one enterprise over the opposite solely primarily based on these components.

Your worth proposition goes deep into the issues you wish to remedy for patrons, and what makes your services or products the proper resolution.

Parts of a Worth Proposition

Your worth proposition will most frequently seem in your web site. When you can embrace it on advertising campaigns and brochures, essentially the most seen place is your own home web page and, if you would like, your product pages.

There are three fundamental components of a price proposition: the headline, the subheadline, and a visible aspect.

The elements of a value proposition


The headline of your worth proposition describes the profit the shopper will obtain because of making a purchase order from your online business. The headline may be inventive and catchy, nevertheless it ought to be clear and concise, initially.

Subheadline or Paragraph

The subheadline or paragraph ought to clarify intimately what your organization provides, who it serves, and why. On this part, you possibly can elaborate on the data within the headline.

Visible Aspect

In some circumstances, a video, infographic, or picture could convey your worth proposition higher than phrases alone can. Improve your message with these visible components to seize your viewers’s consideration.

To higher visualize these instruments, listed below are a pair templates to observe when formatting a price proposition.

Step 1: Determine your buyer’s fundamental downside.

Whereas this may require some upfront analysis, you may get a head begin on this facet of the worth proposition by talking with completely different members of your workforce. Customer support reps, advertising specialists, and salespeople can fill within the gaps about what issues your prospects need to remedy through the use of your services or products.

For instance, as an example your online business sells tax software program on a subscription foundation and automatic templates are included within the software program package deal. Your superb buyer is in search of an inexpensive and user-friendly option to entry sophisticated tax paperwork for his or her enterprise. On this instance, your online business’s choices might be the answer they want.

Step 2: Determine all the advantages your merchandise supply.

This step may be so simple as itemizing out each product you promote and describing its main profit. The profit ought to be concise and centered on a single buyer want.

In our tax software program instance, you’d checklist every tax template, clarify the profit it gives, and why a buyer would wish it.

Step 3: Describe what makes these advantages priceless.

Subsequent, add one other sentence that explains why this profit issues to the shopper.

Utilizing the identical instance above, the worth could be that prospects have inexpensive tax documentation at their fingertips — one thing that will usually price them 1000’s of {dollars}.

Step 4: Join this worth to your purchaser’s downside.

Subsequent, pair the client’s downside to the weather that make your services or products priceless. Do they align? In that case, you are able to refine your worth proposition to distinguish your choices from the competitors. If they do not align, repeat the steps above till you discover a legitimate purchaser want and a viable resolution your online business provides to satisfy that want.

There are three templates we predict do a superb job of connecting worth to purchaser ache factors:

Step 5: Differentiate your self as the popular supplier of this worth.

Lastly, polish your worth proposition to make it distinctive. Is there a particular customer support providing your online business gives that others do not? Do you supply any further companies that different corporations cost for? These components can assist differentiate your worth proposition from opponents whereas holding the give attention to the client’s wants.

Step 6: Use a template that can assist you brainstorm.

When you perceive the primary 5 steps, you possibly can simply implement them into worth proposition templates.

Steve Clean Technique

As a substitute of specializing in the options themselves, Clean noticed the necessity to emphasize the advantages derived from the options in a easy sentence. By following this method you may join the goal market and their ache factors to the answer:

“We assist (X) do (Y) by doing (Z)”

Geoff Moore Technique

Moore gives a template that is extra particular in figuring out the business classes alongside the advantages prospects worth. This makes a extra clear worth proposition method as follows:

“For [target customer] who [needs or wants X], our

is [category of industry] that [benefits]”

Harvard Enterprise College Technique

In response to HBS a price proposition is executed finest when it solutions the next questions:

  • “What’s my model providing?”
  • “What job does the shopper rent my model to do?”
  • “What corporations and merchandise compete with my model to do that job for the shopper?”
  • “What units my model other than opponents?”

HubSpot Worth Proposition Templates

HubSpot provides 15 free templates that can assist you brainstorm the proper worth proposition on your model. Not solely can they provide help to hone in on your online business’s core values, however they will additionally provide you with a lift when working in your precise assertion.

Some questions you’ll ask your self when utilizing the HubSpot templates embrace:

  • “Why do you do what you do?”
  • “How do you do what you do?”
  • “What do you do on your prospects?”

HubSpot value proposition templates

Download for Free

Now, earlier than you write the assertion itself, it is essential to create a price proposition canvas.

Taking these three components into consideration, you’ll make your individual after you construct a price proposition canvas.

Worth Proposition Canvas

A worth proposition canvas is a visible device that helps you place your online business’s services or products round your prospects’ wants. The purpose of the worth proposition canvas is to establish how your online business gives worth throughout the market. You should utilize one when introducing a brand new supply into the market or when enhancing an present one.

Value Proposition Canvas Visual

The worth proposition canvas is made up of two main parts: the shopper profile and the worth map.

Here is the right way to make one:

Step 1: Create a buyer profile to symbolize your goal purchaser.

The client profile makes up the primary half of the worth proposition canvas. When performing this train, you may wish to begin with this part first in order that their desires and wishes can affect the general worth proposition canvas.

The client profile consists of three areas:

Buyer Jobs

What’s the process your buyer wants to finish or the issue they’re attempting to resolve along with your services or products? The reply to this query sums up the “buyer job” or the aim of your services or products within the eyes of the shopper.

Buyer Expectations

“Expectations” are additionally known as “beneficial properties” — in different phrases, what your buyer is hoping to realize from doing enterprise with you. It doesn’t matter what you promote, your superb buyer could have an expectation of what that services or products will do for them. On this part, you may use analysis to clarify what your prospects count on from you with a view to buy your product.

Buyer Ache Factors

As your buyer completes their “buyer job,” what pains do they expertise? Do they take any dangers whereas they do the shopper’s job? Do they expertise any detrimental feelings? These ache factors ought to be thought of so that you simply embrace essentially the most useful services and products on the worth map facet of the worth proposition canvas.

Step 2: Create a price map on your services and products.

On this part of the worth proposition canvas, three particular sectors assist describe what the enterprise provides to the shopper.

Achieve Creators

These are options your services or products have that make the shopper completely happy. Suppose creatively in regards to the components of happiness your prospects expertise. Think about their monetary and social objectives in addition to their psychographics.

Ache Relievers

Within the part above, we mentioned buyer pains. This part will outline precisely how your online business will assist them overcome these ache factors.

Merchandise & Companies

Whereas this part will not checklist each single services or products your organization provides, it ought to embrace those that can create essentially the most acquire and alleviate essentially the most pains on your prospects.

Step 3: Decide worth proposition-customer match.

As soon as you have accomplished the worth proposition canvas train, the subsequent step will likely be to find out how your worth proposition matches throughout the buyer profile. To do that, you may use a rating course of that prioritizes services and products primarily based on how nicely they tackle the shopper profile.

All collectively, your worth proposition canvas ought to appear to be this:

value proposition canvas example

Subsequent up, let’s go over some templates you need to use while you’re creating your worth proposition and publishing it in your web site.

Worth Proposition Templates

hubspot 15 free value proposition templatesDownload for Free

We have crafted 15 templates that can assist you create an incredible worth proposition on your model — and pairing every of them with an instance of how they might search for an actual enterprise.

This supply has all of the instruments you have to craft a price proposition that exactly communicates your model to customers and stakeholders, together with:

  • 10 worth proposition writing templates
  • 1 worth proposition canvas template
  • 1 mission assertion brainstorm template
  • 1 imaginative and prescient assertion brainstorm template
  • 1 aggressive evaluation template
  • 1 model hierarchy template

Click here to obtain these free worth proposition templates for your online business.

Now that we have reviewed the weather, visible instruments, and templates — let’s take a look at some model examples that successfully establish and fulfill its buyer wants.

As a result of worth propositions are sometimes inside data and barely said publicly, discovering a price proposition instance to mannequin yours after may be troublesome. We have taken the freedom of utilizing the worth proposition canvas and making use of it to some profitable corporations which were acknowledged by the American Customer Satisfaction Index (ASCI).

In these examples, you may see real-world situations of buyer beneficial properties and pains aligned with well-known services and products provided by these corporations.

1. HubSpot: “A straightforward-to-use CRM.”

Headline: “A straightforward-to-use CRM.”

Subheadline/Paragraph: “HubSpot’s CRM platform has all of the instruments and integrations you want for advertising, gross sales, content material administration, and customer support.”

Visible Aspect:

value proposition example: hubspot

Most corporations can profit from utilizing a CRM — even freelance companies and small family-owned companies. The issue is that the majority programs are costly, over-complicated and cobbled collectively, creating challenges for companies as they develop.

HubSpot’s worth proposition goals to focus on lively CRM customers who’re uninterested in dealing with over-complicated programs, and rookies who’re intimidated by legacy choices. These customers need a system that makes progress simpler, not tougher.

Whereas every product in HubSpot’s CRM platform can be utilized individually, the true profit comes from utilizing every hub in tandem. As a substitute of getting to cope with incompatible software program and productiveness instruments, you possibly can handle all of your advertising, gross sales, content material, and customer support wants in a single place. To that finish, the product’s worth proposition emphasizes its ease-of-use and talent to synchronize completely different groups throughout the enterprise.

The model consists of a picture of a smiling girl to indicate what it will be like to make use of the product in your workforce (trace: it is really easy, it will make you smile).

2. FedEx: “Handle your Dwelling Deliveries”

Headline: “Handle Your Dwelling Deliveries”

Subheadline/Paragraph: Sending and receiving packages is handy and secure for people who wish to ship concepts and improvements throughout the globe.

Visible Aspect:

value proposition examples: FedEx

Image Source

When you personal a enterprise, delivery and packaging merchandise is probably going a major a part of your operations, however it may be a time-consuming, labor-intensive, and plain inconvenient course of. When you’re a shopper, you have possible skilled driving to a delivery workplace to get your package deal after a missed supply. Each of those are important ache factors for FedEx’s goal prospects.

With FedEx, you possibly can choose to obtain notifications about your package deal’s supply standing, present directions on the right way to ship packages to your own home, and even request to choose up at a distinct location.

Transport packages with FedEx is simply as simple as receiving them. All it’s important to do is create a delivery label on FedEx’s web site, select which delivery service you want to make use of, after which drop your package deal off. Even when there is not a FedEx workplace close by, you possibly can nonetheless drop off at nationwide retailers like Walgreens, Greenback Common, OfficeMax, and Walmart.

FedEx’s worth proposition makes it clear that it’ll make managing your deliveries a lot, a lot simpler — whether or not you are a enterprise or a shopper.

3. LG SIGNATURE: “State-of-the-art Residing Expertise”

Headline: “State-of-the-art Residing Expertise”

Subheadline/Paragraph: LG SIGNATURE delivers an modern product design that creates an distinctive dwelling expertise for individuals who wish to obtain a state-of-the-art dwelling expertise.

Visible Aspect:

value proposition examples: LG Signature

Image Source

The correct dwelling home equipment could make your at-home expertise simple and hassle-free — or it could shortly create complications with low energy effectivity and outdated options. In its worth proposition, LG SIGNATURE targets prospects who’re prepared to spend just a bit extra on the appropriate equipment in alternate for a cushty, hassle-free, and splendid expertise.

LG SIGNATURE is not your typical equipment model. It does not wish to promote you a bunch of merchandise you do not want with pointless options you will not use. As a substitute, it is devoted to crafting premium merchandise which might be useful, user-friendly, and aesthetically pleasing.

Even the imagery helps you think about what your life could be like after buying an LG SIGNATURE equipment. As a substitute of getting to interchange out of date home equipment each few years, you possibly can take pleasure in modern, lengthy lasting merchandise.

4. Subaru: “Essentially the most adventurous, most dependable, most secure, finest Subaru Outback ever.”

Headline: “Essentially the most adventurous, most dependable, most secure, finest Subaru Outback ever.”

Subheadline/Paragraph: The 2022 Subaru Outback takes drivers to essentially the most adventurous locations in model with essentially the most superior security expertise.

Visible Aspect:

value proposition examples: Subaru

Image Source

Subaru is aware of that its audience makes use of its Outback SUVs for out of doors adventures. Slightly than designing a automobile solely for utility, Subaru made the 2022 Outback engaging and spacious sufficient for on a regular basis use in addition to dependable and durable sufficient for all terrain and climate circumstances.

So in its worth proposition, it makes it clear that the Outback will assist its drivers go off the street safely and in model. If I had been a possible Subaru buyer, I would know precisely what I am getting from the headline alone. That is why it is so essential to consider your wording, as a result of it is possible the very first thing potential patrons will see.

5. Samsung: “Get Able to Unfold Your World”

Headline: “Get Able to Unfold Your World”

Subheadline/Paragraph: That is all the things you’d need in a premium, sturdy, 5G smartphone. Then we made it unfold — revealing a large display screen so you possibly can watch, work and play like by no means earlier than.

Visible Aspect:

value proposition example: samsung galaxy fold4

Image Source

In its worth proposition, Samsung successfully targets its most tech-savvy section by front-lining its most modern design up to now: a foldable cellphone that may double as a mini-tablet. Much more, it solves a standard ache level for some prospects: proudly owning each a pill and a cell gadget can really feel pointless, so why not get the very best of each worlds?

The Galaxy Z Fold4 attracts prospects by promising a light-weight, sturdy smartphone with an extremely highly effective processor.

A few of its premium options embrace hands-free video capabilities, a big display screen that is good for multitasking, and a complicated digital camera that is good for taking photos at night time. The cellphone can also be crafted with top quality supplies that assist shield it from water harm, scrapes, and scratches. Plus, its distinctive design will attraction to anybody who appreciates cutting-edge expertise.

6. Imperfect Meals: “Groceries that provide help to struggle meals waste”

Headline: “Groceries that provide help to struggle meals waste”

Subheadline: “Sustainably sourced, inexpensive, and conveniently delivered to your door.”

Visible Aspect:

value proposition example: imperfect foods

Image Source

Whether or not you are looking for a whole household or simply your self, grocery purchasing is usually a main ache.

Planning out all of your meals for the week may be overwhelming and time-consuming, particularly if you happen to’re attempting to make sure no meals goes to waste. Even if you happen to do efficiently create the proper purchasing checklist, discovering the time to go to the shop will also be a problem.

In its worth proposition, Imperfect Meals provides a sustainable different to conventional grocery purchasing. In contrast to different supply companies, Imperfect Meals’ grocery picks solely consists of meals that will have in any other case been discarded as a consequence of minor beauty and bodily imperfections.

Imperfect Meals’ web site design additional communicates its dedication to decreasing meals waste with its badge counting what number of kilos of meals it has saved.

The corporate additionally appeals to prospects’ sustainability considerations by delivering to neighborhoods in a single journey to cut back CO2 emissions and solely utilizing recycled packaging.

7. Hulu – “All The TV You Love”

Headline: “All The TV You Love”

Subheadline: “What full seasons of solely streaming sequence, current-season episodes, hit films, Hulu Originals, children exhibits, and extra.”

Visible Aspect:

value proposition example: hulu

Image Source

In July 2022, streaming services outperformed cable and broadcast TV for the primary time ever. Nonetheless, as streaming turns into increasingly well-liked, prospects are prone to getting fatigued by the overwhelming quantity of on-demand content material to select from.

Hulu’s worth proposition goals to focus on TV shoppers who’re uninterested in having to pay for a number of streaming companies with a view to have entry to all of the content material they wish to watch. Every Hulu subscriber will get entry to an unlimited catalog of unique sequence, well-liked films, authentic content material, and extra.

One of many methods Hulu makes good on its promise of offering “all of the TV you like” is by providing subscription bundles with ESPN+ and Disney+, which might save shoppers cash in the event that they had been to subscribe to every service individually. Hulu additionally has premium community add-ons that give customers entry to much more content material with out having to depart the platform.

Samsung’s worth proposition for its foldable cell gadget is sensible, well-targeted, and visually beautiful.

You have seen some good worth proposition examples, now let’s overview some examples of worth proposition canvases.

1. HubSpot Worth Proposition Canvas

value proposition canvas example: hubspot

Buyer Profile
Worth Map

2. FedEx Worth Proposition Canvas

value proposition canvas example: fedex

Buyer Profile
Worth Map

3. LG Worth Proposition Canvas

value proposition canvas example: lg

Buyer Profile
Worth Map

4. Subaru Worth Proposition Canvas

value proposition canvas example: subaru

Buyer Profile
Worth Map

5. Samsung Worth Proposition Canvas

value proposition canvas example: samsung

Buyer Profile
Worth Map

6. Imperfect Meals Worth Proposition Canvas

value proposition canvas for imperfect foods

Buyer Profile
Worth Map

7. Hulu Worth Proposition Canvas

value proposition canvas for hulu

Buyer Profile
Worth Map

1. Conduct analysis to find out the worth proposition of your opponents.

As a result of your worth proposition is the differentiating issue between your online business and the competitors, it is essential to analysis the propositions of your closest opponents. You should utilize the worth proposition canvas on this publish to find out how every firm meets the wants of your purchaser persona.

Be sincere right here — it is tempting to give attention to the areas wherein your competitors does not excel, however you may have a greater concept of the place your services or products matches throughout the market if you happen to key in in your opponents’ strengths.

2. Clarify the worth of your services and products.

You are most likely accustomed to outlining the options and advantages of your product and repair choices. This tactic takes that idea a step additional. By matching the advantages of your choices to particular values that your prospects have, you’ll align what your online business gives with what your prospects want.

3. Describe the advantages your superb buyer will expertise after they select your services or products over the competitors.

When crafting this a part of your worth proposition, embrace particulars about how your services or products will profit the shopper and use examples the place you possibly can. Movies, pictures, and stay demonstrations are all efficient methods for instance your worth proposition as a result of they present the shopper precisely what they will count on from your online business.

4. Develop a singular worth proposition for every purchaser persona you serve.

Ideally, you may be focusing your advertising efforts on a particular audience. You may additionally discover that this viewers could have completely different wants primarily based on their shopping for behaviors. Purchaser personas can assist you section your bigger viewers into teams of consumers with comparable needs, objectives, ache factors, and shopping for behaviors. In consequence, you may want a singular worth proposition for every persona. Totally different services and products you supply could remedy sure customer pain points higher than others, so creating a price proposition for every persona will higher serve each.

5. Check your worth proposition along with your viewers utilizing varied advertising channels.

Every of those ways will possible be developed internally by your workforce which suggests you may wish to validate your work along with your audience. Your worth proposition will likely be communicated by means of varied advertising channels like your web site, social media accounts, video, audio, and in particular person. Check your proposition with members of your viewers (each present prospects and non-customers) utilizing every of those channels. Instruments like UserTesting can assist you streamline this suggestions course of to be able to implement adjustments shortly to finalize your worth proposition.

We all know the makings of a price proposition, so how are you going to make it an excellent one? Here is the final three suggestions now we have for you.

What makes an excellent worth proposition?

Clear Language

Your worth proposition ought to intention to deal with a main buyer want. This restricted focus helps hold your worth proposition clear and simple to grasp. With only one fundamental concept to understand, your viewers will be capable of shortly determine whether or not or not your services or products would be the finest resolution for them.

Particular Outcomes

Subsequent, you may wish to talk the particular outcomes your buyer can count on to obtain out of your services or products. Will they save time? Exhibit how. Will their workflow turn out to be extra manageable? Present a earlier than and after workflow diagram. The precise outcomes will likely be essential parts of your worth proposition as they’re going to exemplify precisely how your prospects will use your resolution to resolve their issues.

Factors of Differentiation

Not solely are your potential prospects evaluating your online business’s choices primarily based on their very own wants, however they’re additionally evaluating what you supply towards opponents. In consequence, your worth proposition might want to embrace detailed factors of differentiation. These key factors will assist prospects perceive precisely what units your organization aside.

Compose a Outstanding Worth Proposition

The components that affect a possible buyer to turn out to be a loyal buyer are restricted. Whether or not your business has plenty of alternatives to distinguish (like retail) or nearly no distinctive identifiers (like dairy), you may discover {that a} worth proposition will provide help to perceive your superb buyer and place your online business as the very best resolution for his or her wants. Use the ways, suggestions, framework, and examples on this publish to craft your distinctive worth proposition.

Editor’s observe: This publish was initially printed in June 2018 and has been up to date for comprehensiveness.


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